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Proof train car #2: the demonstration

July 18, 2016

The next “car” in the “proof train” is demonstration. As a reminder, I’m doing a short series to answer a reader question asking for examples that relate to this quote: Never make your claim bigger than your proof. And always join your claim and your proof at the hip in your headlines, so that you never…

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Riding the proof train

July 18, 2016

List member Ryan asked this question about a recent email: —- Just want to say I love the series and all the advice. Could you give a concrete example of aligning proof with you claim? Like how in one scenario it’s joined at the hip and another one trumpets the other? — Yes. Yes, I…

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Tap into your inner Ignaz Semmelweis

July 18, 2016

Ignaz Philipp Semmelweis was a Hungarian physician who pioneered a breakthrough medical technology. His ideas were not accepted at the time. Some of his more, em, “motivated” critics tried to have him committed to a mental institiution. Ferdinand Ritter von Hebra lured him, under the pretense of visiting one of Hebra’s “new Institutes”, to a…

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PROOF

July 18, 2016

I want to share a bit of marketing inspiration from one of the greats: Never make your claim bigger than your proof. And always join your claim and your proof at the hip in your headlines, so that you never trumpet one without the other. — Gary Bencivenga I would go beyond headlines to say…

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Even I won't stoop that low…

July 18, 2016

You’ll often hear me say that having an amazing website design doesn’t really matter. Of course, I need to bracket a broad claim like that with some caveats… I was doing some research for a coaching client recently and came across the site below: This is clearly below the “floor” I would put on acceptable…

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Angioplasty and you

July 18, 2016

About a year ago my previous car–a 2012 VW TDI–had it’s check engine light go on, and I had it towed into the repair shop. The ride into the repair shop with Jim–the tow truck driver–held an interesting lesson. Jim told me that he volunteers with the Bodega fire department, and about once a month…

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News robots

July 18, 2016

Recently I came across a Gizmodo article I think you’ll find interesting.Michael Nunez, reporting for Gizmodo: But if you really want to know what Facebook thinks of journalists and their craft, all you need to do is look at what happened when the company quietly assembled some to work on its secretive “trending news” project.…

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Why you need to repeat yourself via email

July 18, 2016

When you start using email marketing in an effective way, it makes you feel like a spammer, at least at first. I know a few people who haven’t copped to this, but most business owners who are new to email marketing find that it feels “spammy” at first to use email marketing effectively. Even if the emails…

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You missed the *real* message, Philip!

July 18, 2016

List member Fuad totally skooled me on something I completely missed in one of my recent examples RE: positioning. Last week I sent an email with the following picture and I told you it was an example of lacking the courage to have a sharp focus: Fuad told me what’s actually going on with that…

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Scheduling your heartburn

July 18, 2016

When I was younger, I could easily digest a wooden chair leg if you gave me enough hot sauce to go with it. Nowdays… I have to carefully schedule eating even medium spicy Indian food so I have enough time to digest it before I hit the sack. If I don’t, it’s HEARTBURN CITY and…

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